Yes I guess it is a marketing gimmick but I couldn't resist.I have run out of hot sauces until harvest time so bought a bottle of this. I am not a huge fan of Encona their sauces taste far too vinegary for my taste and this one is no different but it does pack one hell of a punch as well. Managed about a teaspoon with my benchmark test of all things sauce chutney etc which is cheese on toast. It does have a nice flavour and great heat when you get past the vinegar and I prefer it to their regular hot sauce. In short if you like Encona you will love it. I like it and I will finish it but for me it is no match for home made or less commercial artisan offerings however given the fact I bought four different sauces for £6.45 at my local Asian grocers it is very good value.